CANADA BREAD SWITCHES AGENCIES
By Adnews Staff
The Canada Bread Company Ltd. of Toronto recently handed its account to Campbell & Partners Communications of Toronto. The agency won the business after a competition with six other agencies. "We were very impressed with their strategic insight into our business, and the key issues we face to further develop all of the brands in Canada Bread's portfolio," national brands marketing vice-president Don Rees says in a release. The incumbent on the business was Harrod & Mirlin/FCB of Toronto. Canada Bread decided to hire a new agency because "we were looking for a change, someone that could provide more senior hands-on, and a strategic partnership beyond advertising," Rees told Adnews yesterday. The company advertises mainly on TV all year-round. Its next campaign will be launched in January, promoting its Dempster's bread and Olivieri fresh pasta and sauces. Canada Bread makes Dempster's Hot 'N Crusty breads and rolls, Dempster's Flatbreads of the World, Dempster's Premium Bagels and Dempster's Hearty Grains fresh breads. The company also markets TenderFlake lard.